European Union regulators have issued a preliminary decision that TikTok’s core features, including its endless scroll, auto-play videos, and recommendation algorithm, constitute an “addictive design” that violates EU online safety laws. This landmark assessment could force significant changes to the popular app or result in substantial financial penalties.
The European Commission’s investigation, which began in February 2024, concluded that TikTok failed to adequately assess the risks associated with its design features. Regulators argue that these elements, which drive repeated use and can lead to addictive behavior, pose potential harm to the physical and mental well-being of users, including children and vulnerable adults. This marks the first time a legal standard for social media addictiveness has been applied globally.
If the preliminary findings are upheld, TikTok could face fines of up to six percent of its total worldwide annual turnover. More significantly, the platform may be compelled to overhaul its fundamental design. Suggested changes include gradually disabling addictive features like infinite scroll, introducing mandatory screen time breaks, particularly during night hours, and adjusting the recommender system’s functionality. The Commission emphasized that the Digital Services Act holds platforms responsible for their impact on users and aims to protect citizens online.
A TikTok spokesperson has called the EU’s findings a “categorically false and entirely meritless depiction of our platform” and stated the company intends to challenge them through all available means. TikTok has the right to respond to the Commission’s preliminary decision. Experts suggest this situation could lead to a prolonged standoff, but also acknowledge the EU’s increasing willingness to enforce its digital regulations to mandate design changes rather than just impose fines. This move is seen as a significant shift in how regulators are scrutinizing social media platforms, focusing on “toxic design” in addition to problematic content.
This action by the EU is viewed as a “warning shot” to other social media platforms, signaling a new era of enforcement where responsibility for user well-being is paramount. Organizations like Amnesty International have welcomed the investigation, highlighting their own research into TikTok’s addictive design and its potential negative impacts on young people’s mental health. They advocate for robust enforcement of laws like the Digital Services Act to create safer online environments, rather than restricting children’s access to digital platforms.